It is part of a broader engagement where a customer gets our book, sees a digital ad, then shops at a Rails store or at a wholesale partner like Nordstrom or Neiman Marcus or Intermix. Not everyone is going to transact on receiving catalog number one. How important are catalogs to your marketing mix? We saw a healthy response rate in orders from recipients. Our first book, two years ago, had a distribution of 250,000 to 300,000 copies to customers and prospects. The positive response gave us the confidence to invest in a comprehensive catalog strategy. We started slowly, working out how the books would look, how to put together all the pieces. What was the reaction to your first catalog, for women? In-home catalogs give customers and prospects a slower and more tactile experience with our brand, as opposed to the quick hit of a two-second sound bite or Instagram visual. Why does a digitally-savvy brand like Rails publish catalogs? B2C means investing in e-commerce and our own retail stores so we can communicate directly with customers – who we are as a brand, what our products are all about, how they look and feel. We have moved to a more balanced distribution model, combining the old-school wholesale world and the new-school B2C platform. We grew up in the wholesale channel, essentially relying on our partners to distribute our products to our customers. In 2021 Rails produced five women’s catalogs and two for men, with distribution of 300,000 to 800,000, printed on Rolland® Enviro Satin with Enviro® Cover – and it plans more in 2022. Revenue and profitability have grown every year, and Rails’ e-commerce channel is growing exponentially.Rails is known for the super-soft hand feel of its innovative fabrics, typified by its ever-popular Hunter Shirt.Rails’ contemporary casual clothing for women and men is sold in 1,500 specialty and department stores worldwide, in Rails stores, and direct to consumers.And the sustainability conversation extends to eco-friendly fabrics, responsible factories, even clean California beaches.įounded in 2009 in California, Rails is popular worldwide All this is very evident in Rails’ stylish product catalogs, printed on 100% sustainable recycled Rolland paper. Jeff has an entrepreneurial focus on brand-building, innovation and customer experience. For this edition of our continuing series “ Conversations with Green Champions,” Sustana Chief Commercial Officer Philip Rundle speaks with Jeff Abrams, founder and creative director of Rails, the LA-based lifestyle fashion brand.
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